Samira Khrichfa has been promoted to Cluster General Manager, overseeing the operations and commercial strategy for Novotel Bur Dubai and ibis Styles Sharjah under Action Hotels. With over 20 years of experience in the UAE hospitality sector, Khrichfa will focus on enhancing destination synergies between Dubai's corporate and medical hubs and Sharjah's cultural and leisure market.

Khrichfa's leadership will prioritise service innovation and personalisation, aiming to introduce dynamic guest touchpoints tailored to evolving traveller expectations. Her role will also involve aligning sales, marketing, and revenue strategies to capture emerging trends in corporate, leisure, and medical tourism. Additionally, she will foster talent development by encouraging cross-property mobility and collaboration among teams.

Previously, Khrichfa served as General Manager of Novotel Bur Dubai and has held leadership roles with brands such as Starwood, Shangri-La, and Dusit International. Her extensive experience includes opening four properties in the UAE, equipping her with the expertise to guide commercial growth and enhance guest experiences across both destinations.

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